모바일 쇼핑에서 고객만족과 재구매 의도에 미치는 영향 연구

Factors Influencing the Customer Satisfaction and Re-Purchasing Intention of Mobile Shopping Mall

The purpose of this research is to identify what factors influence a customer satisfaction and re-purchasing intention and to identify if customer's Intentions are different between a mobile shopping mall and Internet Shopping mall. To perform empirical analysis for the mobile shopping mall, this research reappl ied the factors of Parasuraman et al. [77] in a Internet shopping mall, including reliabi lity, reactivity, tangibil ity. and this research also applied the factors of a mobi le properties, including ubiquity, localization, instant connectivity The empirical results of this research indicate that all hypotheses in our model are significant; However, the factors of a mobile properties negatively The results of a analysis indicate that the mobile properties in a mobi le shopping mall are not significant yet. and customer's recognition in both mobile shopping mall and Internet shopping mall are the similarity. In Conclusion, with the rapid growth of the Mobile Shopping mall market, many mobile shopping mall researches based on customer's Intentions must be published. Therefore, this research wi ll be the foundation of these researches.